Study On Influencing Factors Of Clothing Brand Competitiveness In The Context Of The E-commerce

With the popularization of computers and the rapid development of the Internet, more and more traditional business activities depend upon electronics and network. The e-commerce of China has got unprecedented development, leading to a new reform in corporation management, business activities and patterns of individual consumption. At the present, the network-based economy has become the new power of the economy in China. Online shopping, as a new fashionable consumption pattern, has attracted more and more consumers. There are more than80%of consumers choose to buy clothes and shoes online. Clothing enterprises based on the platform of e-commerce are faced with increasingly intense competition in the market due to little barriers to enter the industry, low start-up cost, high updated speed and easily-imitated products. It has become the hot issue for clothing enterprises how to sustain the survival and development in the open e-commerce market.Consumers are the source of band competitiveness. Therefore, it will be more practicable to explore the factors of brand competitiveness from the perspective of customer value. On the basis of literature from home and abroad, it can be seen that there are a wealth of researches on brand competitiveness and customer value, but that research on brand competitiveness based on e-commerce and customer value is limited. However, influencing factors of brand competitiveness based on e-commerce are very different from that based on traditional commerce. So, results of previous studies are not completely applicable to the situation related to the e-commerce. With awareness of this, this article is trying to explore influencing factors of brand competitiveness in the context of e-commerce from the perspective of customer value with hopes to provide theoretical support for the improvement of clothing brand competitiveness in the new era of consumption.This article studies the impact of e-commerce on clothing brand and the formation mechanism of clothing brand competitiveness. It holds the view that e-commerce has great impact on clothing brand:constraints of time and space are broken through, making clothing purchase much more convenient; the brand communication is more effective based on the network; information sharing is facilitated and brand image become more important; operation cost is lowered and the price advantage is more prominent; geographical barriers are eliminated and competitiveness is more intense. Then the article divides the formation of clothing brand competitiveness into six stages based on the consumption process and achievement of customer value:brand communication—brand awareness——brand consumption——the establishment of brand emotion——the formation of social impact of the brand——the formation of brand competitiveness. Based on these stages, process to meet the customer value and components of clothing brand competitiveness, together with its possible influencing factors, are further explored.On the basis above, this article establishes the system for influencing factors of clothing brand competitiveness in the context of e-commerce. According to the survey of questionnaires and interview,29influencing factors are finally summarized as seven key factors including power of brand service, power of brand emotion, power of brand innovation, power of brand design, power of brand symbol, power of brand communication and power of brand production. Then the article analyzes the difference in influencing factors of people between different genders, incomes and investment in clothing online shopping. It turns out that the quality and design of products are primary factors influencing people’s brand choice. Moreover, females pay more attention to factors such as innovation of brand and group identity, while males attach more importance to factors like service and reputation of brand. People who have high income and spend more money on clothing tend to care more about the symbol, reputation, innovation, while those with low income and less investment in clothing purchase are more concerned about the price, service and group identity of the brand.Finally, this article puts forward to several suggestions to improve the clothing brand competitiveness in the context of e-commerce. First, make clear clothing brand orientation and reasonable strategic plan for the development of brand. Second, enhance the quality of products to improve the core competitiveness of the brand. Third, focus on the design of clothing and highlight the distinguishing feature of the brand. Forth, improve the market system and enhance the brand competitiveness in the market. Fifth, establish good brand reputation and build strong emotional bond between brand and its customers. With these countermeasures, the article offers theoretical reference and practical guidance for managers in clothing enterprises.